Morning Brew: Sketch comedy that makes us spit out our coffee

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Or this video where Kington urges the audience to ditch basic wellness practices like goat yoga for truly magical ones like unicorn yoga.

Commenters agree the series is laugh out loud funny, with one writing, “This deserves a Logie Award.” The wellness industry commentary is spot-on, and a sharp U-turn from the brand’s typical posts which highlight people acting, well, normal.

But content like this isn’t totally unexpected for the brand who once south africa mobile database told people to “just say no to water.” Their surrealism and wit is a strategic way to grab attention in an increasingly crowded field. Their efforts seem to be paying off, as the brand recently announced their newest beer is going Australia-wide.

The play: The intentional harsh contrast from Heaps Normal’s values makes their “Ascension Program” feel fresh and compelling. To stand out with the same bravado, don’t be afraid to break industry molds and infuse your content with irony.


It’s safe to say Morning Brew needs no introduction among marketers. The famed newsletter (and its counterpart, Marketing Brew) covers everything related to marketing—from brand strategy to social media to advertising. The latest edition is probably in your inbox right now.

On social, Morning Brew takes an approach to original content that’s reminiscent of your favorite sketch comedy shows—with a modern business twist. Like this episode of Super Nanny: Executive Coach where Super Nanny helps an over-bearing founder “keep out of the way” by learning jiu jitsu. Or this news segment about all that happened in 2024.